Marketing Concept and Consumer Satisfaction in the Pharmaceutical Firms in Lagos State, Nigeria

Abstract

This study examined the practice and implementation of marketing concept and consumer satisfaction among pharmaceutical firms in Lagos State, Nigeria. To achieve this objective, four hypotheses were formulated to establish whether or not a relationship exists between the two variables i.e. marketing concept and consumer satisfaction. The study adopted a survey research design; while data were obtained from structured questionnaire and analyzed using chi-square statistic. Results from the analysis revealed that a significant relationship existed between marketing concept and consumer satisfaction in pharmaceutical firms. Based on the findings, it was concluded that a company implementing and practicing marketing concept is better equipped to anticipate customer needs, wants and expectations and also offer goods and services to satisfy those needs and wants. Among others, the study recommended that firms should treat their customers as kings and queens by offering satisfying products and services for them to remain loyal and committed to the organization.